Secrets to Social Game Success

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  • 1. +Secrets to Social Game SuccessSebastian Nubaum (Senior Product Manager)

2. About woogaFounded January 2009Funding: Founders, Balderton Capital,Holtzbrinck Ventures Tenaya, HighlandCapital (total of $32m+)International team of 110from 20 countries in BerlinKey stats6 games on Facebook; 41 millionmonthly active usersBiggest european social gameSebastian Nubaumdeveloper / #3 on FBLead Product Happy HospitalOnly 10%of users from advertising Unannounced game70% of users are female (age 20-60) 2 3. 3 4. 4 5. A hit game is notalways a hit from start5 6. Brilliant idea!6 7. CTO & CEO are convinced! 7 8. Skilled Team!8 9. Desired game lifecycle DAU Time9 10. You launch DAUTime 10 11. The first days look promising DAU Time11 12. The first week looks even better DAUHooray!Time 12 13. and all of a sudden DAU Time13 14. Lets take a lookat typical gamelifecycles 14 15. Typical game product lifecyle:Social City by PlaydomDAU 3,53 2,5Millions2 1,51 0,5 0 Mar-10Jun-10Aug-10 Nov-10Feb-11May-11 02.03.2010 01.06.2010 30.08.2010 29.11.2010 27.02.2011 28.05.2011 15 16. Typical game product lifecyle:Millionaire City by Digital ChocolateDAU3,53 2,5Millions2 1,51 0,50 May-10 19.05.2010Aug-1018.08.2010Nov-10 16.11.2010 Feb-1114.02.2011May-11 15.05.201116 17. Typical game product lifecyle:Monopoly Millionaires by EA DAU 1 0,9 0,8 0,7Millions 0,6 0,5 0,4 0,3 0,2 0,10Feb-1101.02.2011 03.03.2011 02.04.2011 Apr-1102.05.2011 01.06.2011 Jun-1101.07.201117 18. Typical game product lifecyle:City of Wonder by Playdom DAU 19. Iteration iscritical! 19 20. Design Prototype Usability testGood? 20 21. Usability testing21 22. Usability testing Do user testing as EARLY as possible 22 23. Usability testing Do user testing as EARLY as possible Test with the right profiles 23 24. Usability testing Do user testing as EARLY as possible Test with the right profiles Only 3-5 users are needed to find themajor usability issues24 25. Example: Bubble Island 31 26. Example: Bubble Island DAU 1,21 0,8Millions 0,6 650.000 0,4 0,20 32 27. 34 28. 35 29. 36 30. 37 31. After a few weeks of playing:All levels were played ORLevel became too difficult 38 32. Solution: Level of the week39 33. 40 34. 41 35. DAU2.500.0002.000.0001.500.0001.000.000 500.000 0 36. DAU2.500.0002.000.0001.500.000 Level ofthe week1.000.000 500.000 0 37. MW Screenshots 1 44 38. Launch Monsterworld in May 2010 Launch45 39. DAU Monsterworld till August 201046 40. DAU Monsterworld till August 201047 41. Lets focus on detail and iterate! 42. Iteration: Optimize the Tutorial 49 43. Iteration: Optimize the TutorialStepNew users (last 24h) 38.86301 - Flash begin (0%)93,0%02 - Flash complete (100%) 86,5%03 - Tutorial first harvest completed82,7%04 - Tutorial first planting completed 82,5%Example: 1.3%drop is deemed05 - Tutorial Mr Ts magic applied 81,1%unacceptable and06 - Tutorial second harvest compl.79,8%game is optimized07 - Level 2 reached 79,6%accordingly08 - Tutorial completed (plowing)79,4%09 - Level 3 reached 78,8%10 - Level 4 reached 77,5%11 Level 5 (or higher) reached 77,2%50 44. Iteration : Balancing5min 3min51 45. Iteration : Advance UI 52 46. Iteration: Bugs & performance53 47. DAU Monsterworld till August 201054 48. DAU Monsterworld till November 2010Iteration & polishing55 49. Lets focus onmonetization!56 50. Time limited offers57 51. Time limited offers TLOsAverage58 52. Details matter! 53. Small issues can have a huge impact! 60 54. Small issues can have a huge impact! 61 55. Small issues can have a huge impact!+22% 62 56. What about thepricing? 63 57. Magic Wands64 58. Pricing A/B test Magic WandsOld 65 59. Pricing A/B test Magic WandsOldNew 66 60. Pricing A/B test Magic WandsOldNew + 24 % 67 61. Consumables are great!68 62. Woogoo 69 63. Woogoo 70 64. Roberta asking for products71 65. Woogoo versus Magic Wands Harvester 66. Crafting with woogoo 73 67. Crafting with built factories74 68. Roberta asking for products75 69. Woogoo versus Magic Wands Harvester 70. Woogoo versus Magic Wands Crafting Harvester 71. Woogoo versus Magic WandsCrafting Crafting Harvester 72. I NEED MORE! 81 73. woogoo pump82 74. woogoo pump83 75. Woogoo versus Magic Wands Crafting Harvester 76. Woogoo versus Magic WandsWoogoo pump Crafting Harvester 77. Woogoo versus Magic WandsButton addedWoogoo pump Crafting Harvester 78. Crosswhat?87 79. DAU Monsterworld till June 2011 Focus on monetization Iteration & polishing 88 80. DAU Monsterworld till September 2011 Focus on monetization Iteration & polishingDiamond Dash Cross promo 89 81. Flow ConceptFuture: morein-depth Too hardgameplayDifficulty? Too easySource: Murphy, C.Time/ Skill90 82. Challenge the playerBut give him all the tools to win! 91 83. So every game isfixable! 92 84. Or?93 85. DAU I did everythingyou said andstill Time94 86. Be sure to havethe basics right!95 87. Be sure to havethe basics right!96 88. The theme: Know your target group!Female (70%)Male (30%)(age 20-60) 97 89. Use tools: Know whats hot! 98 90. What about thecore? 99 91. The game core loop 92. The game core loop 93. Have your checklist! Keep it simple/ Few steps (4-6 max) Fun 1 time Fun 1000 times Requests tied to it Strategic depth 94. Common loop mistakes: Disappearing rewards 95. Common loop mistakes:Adding features wont fix a broken core game loop Feature2 Feature1 Core game loop 96. iterate the core till it is fun! 97. iterate the core till it is fun! 98. Ask yourself!What does theuser expect?Why is it not working?How does the user play? 108 99. And thats where we are!2.500.000DAU2.000.0001.500.0001.000.000 500.000 0 100. Join the wooga teamwooga.com/jobs 110 101. Thank you!Sebastian NubaumSenior Product Manager wooga.com/jobs